Iris — a family business — is the leading high-end florists in Romania with a client list that would make any luxury brand blush. I was asked to update their 20 years old self-designed identity in order to match the brand’s influential position in a very competitive market.
The moment coincided with an important change in the company’s management. The leadership was passed from the original founders to their two sons, one trained throughout the best flower arrangement schools in the Netherlands and the other, a striving economist.
The symbol represents a symmetrical arrangement of two complementary ‘f’ and i’ pairs — (I)ris (F)flower shop. Below is an illustration of the creative journey.